This has been Schrödinger's Final Fantasy for years. That's not all marketing. It's also the fanbase. And the game. And the VS romantics. All of it. I won't disagree that the marketing has been wonky, but I continue to disagree that it's working against them. Controversy is interest. Interest is money.
It's not because people are dumb, btw. It's quite the opposite. The internet will have it field days and jump at the chance to make fun of any vulnerability the game shows, but it doesn't mean they necessarily believe their own bullshit. In the end, they'll be looking into the game itself and deciding for themselves. If they don't get it, it'll be because they don't want it. If they end up liking it, they're not coming back to report it. But, it will be because they were curious enough about it to want to see how it turns out, they'll look into it and decide based on the game itself, not because they ran some silly promotion 3 months before launch.